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Research papers

Even cowboys get the blues

This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: David Burrows, Sarah Castell
Company: Flamingo
November 10, 2002

Research papers

Getting the board onside

While getting qualitative research into the boardroom of many organisations may be a challenge, the challenge is multiplied several-fold when the organisation is a major bank in the United Kingdom. This paper provides a case study of such a...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Martin Walls, Ken Parker
Companies: HSBC Holdings, Discovery Research Group
October 28, 2001

Research papers

Radio sells

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Uwe Domke, Christoph Wild
April 1, 2001

Research papers

Knowing the future

Using data collected in the springs of 1999 and 2000 from a standardized survey of over 18,000 respondents across the United States, a prospective model of health plan customer loyalty was developed. The model was based on a combination of...

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics
Author: James Bologna
April 1, 2001

Research papers

Why single measures are not enough

Clients want marketing research that informs them about what actions they should take, not only what their current situation is. This requires that marketing research use multiple measures instead of single measures, since single measures most often...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Lars Bergkvist
November 1, 2000

Research papers

No matches found

Focusing on the consumer, the authors of this paper have developed a framework suggesting how use of the internet with its overtones of levity, privacy, and spontaneity – can affect, and be affected by, personality and mood. The issues examined...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Andy Dexter, David Smith, Joseph Brown
Company: DVL Smith Ltd
September 1, 2000

Research papers

Program types

This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, that different program types generate different...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Uwe Munzinger
November 11, 1996

Research papers

The price audit

The Price Audit is a micro-analytic method for testing the effect of a change in price on a product’s market standing. Simple in theory and economical to put into practice, the method generates an impressive amount of data that enables one to...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Lawrence Katz, H. André Leon
October 26, 1987

Research papers

Undercover story

It is an accepted fact that covers influence magazine purchase. As the number of titles on the UK market continues to increase, competition intensifies for shelf space, and the importance of a good cover becomes greater, While theories on cover...

Catalogue: Seminar 1985: Quality In Publishing
Authors: Vivienne Jones, Simon Woolfries
November 27, 1985